When France opposed the war in Iraq in 2003, US supporters of the war aimed boycotts at French imports. Consumers in the US, United Kingdom and elsewhere have boycotted Russian goods over the invasion of Ukraine, and targeted Israel over its military action and policies in Gaza and the West Bank.
Most famously, protests against the apartheid regime in South Africa from the 1950s through to the 1990s helped isolate and eventually change its government.
The current boycotts are not just protesting Trump’s trade war, of course. They are also about the role of unelected leaders from the corporate world, such as Musk and the heads of the Big Tech and social media companies, and their perceived self-interest and influence.
Trump has responded angrily to consumer boycotts, calling the actions against Tesla “illegal”, which they are not. Indeed, political leaders like Trump often argue that consumer action, rather than government regulation, should be relied on to ensure corporations conform to social expectations.
How to wage a personal trade war
Consumer boycotts do create change under certain conditions – typically when there is a contained problem that the targeted corporation has the power to solve.
For example, consumer boycotts against Nestlé in the 1970s over false and dangerous marketing of powdered milk for infants led to changes in the firm’s marketing approaches. Boycotts of Nike products over sweatshop conditions for workers had a direct impact on the company’s bottom line and led to improvements.
Things may still need to improve at Nestlé and Nike, but these boycotts show consumer pressure can catalyse corporate action. However, it is much harder – though not impossible – for boycott campaigns to succeed when the target is a government.
Consumers boycotting American products can amplify the impact of their protest by also lobbying retailers. For example, if enough consumers stop buying a bottle of soft drink from the US, major supermarkets like Woolworths and Foodstuffs will stop buying thousands of bottles.
There are also other ways to “vote with your wallet”. People can engage in “political investorism” by using their power as a shareholder, bank customer or pension-fund member to express their political views.
After Russia’s invasion of Ukraine, for example, investors sought to divest from Russian companies, and superannuation funds were pressured by their members to do the same.
As consumers and investors, individuals can wage a personal trade war, sending a clear message. Trump may not be willing to listen to the leaders of allied nations, but if consumer and investor pressure is sustained and spreads globally, he may yet hear the voice of corporate America.